We present an excerpt from the book “ Non-standard SEO: how to speed up promotion in search engines ”.
It is clear that any business cares about leads, sales, profit. But demanding this from SEO is like asking a cleaning lady... sorry, a cleaning manager for sales growth in a supermarket. Yes, the top positions of a site in search results affect the ultimate goals of a business. But making a site generate leads from traffic is already the task of a web analyst, and converting them into purchases is the job of a sales manager. Two main KPIs are used in SEO : positions and traffic.
[INFO] KPI is the most transparent indicator of how SEO is working out the invested budget.[/INFO]
The choice of indicator for an SEO campaign guangdong cell phone number list depends on the features of the site and its current positions in search results. For example, the target queries of the resource are in the top 5, work is being done on it, but the traffic is stagnating. This is a normal situation, such a site is considered successful. But even if the positions grow by a point or two, there will be no dramatic increase in traffic.
If you choose traffic as a KPI for such a site, it is difficult to say how effectively the SEO specialist earns his salary. If you take positions as a KPI, then their dynamics will show that the work produces results - improving the visibility of the resource in the search results.
Let's figure out in which cases which indicator should be taken as a KPI.
Positions
Positions — the site pages strive to occupy / already occupy the first 10 lines (top) of search results for target queries. This KPI is suitable for small online stores and service sites of any subject. An important condition is that the main demand is distributed over a finite number of queries.
Pros:
Any result is achieved through positions: if target queries are at the top of the search results, the site receives target traffic. Here, for forecasting, we focus on specific queries, so at any moment we can understand what is happening with them and whether there is any dynamics in the positions.
The indicator indirectly influences the increase in brand/company recognition: if the request is in the top positions and is in demand, the number of users who see the site increases.
Cons: